Wireless customers say they have enough options

A study performed by Compete, Inc., a Web analytics company, shows that many wireless customers have some interesting needs when it comes to finding what they need from carriers. In an environment where each wireless carrier is attempting to outdo the the other ones with the latest handsets, services, or applications, it turns out that 59% of customers already feel they have a sufficient selection. The study also found that wireless carriers may want to shift from marketing new applications, devices, and services to marketing what they already have.

Some shoppers didn’t know that GPS and Internet connectivity were already available. They were also unaware about open access options. That being said, it’s probably not surprising that 32% of survey respondents said they have increasing difficulty finding the right phone over the last couple of years.

I don’t expect the wireless carriers to do a complete reversal and stop offering new phones, services, and applications overnight. It’s very apparent that wireless executives believe they need to continue to introduce “new things” to keep and attract subscribers. Still, wireless carriers can easily do a better job about getting the word out about the stuff they already have. They can also make an effort to guide subscribers through finding the right phone a lot easier. Sometimes all it would take is a friendlier website with some easy to use tutorials.